Google is updating its consent management requirements for AdSense for Search, AdSense for Domains, and Programmable Search Engine in Switzerland.
Key points:
- Effective July 31.
- Applies to ads served to users in Switzerland, in addition to the EEA and UK.
- Aims to comply with the EU User Consent Policy.
New requirements. Publishers must either:
- Use a certified Consent Management Platform (CMP) that integrates with the Transparency and Consent Framework (TCF), or
- Implement the ‘ivt’ parameter in ad requests for invalid traffic-only cookies and local storage
Why it matters. Failure to comply will result in search ads not being served to Swiss traffic.
Why we care. This update essentially requires advertisers to be more proactive in their approach to user privacy and consent, which can have far-rea،g implications for their di،al advertising strategies in European markets.
The big picture. This move aligns Switzerland with existing EEA and UK consent management practices for online advertising.
What’s next. Publishers s،uld review their consent management tools and consider legal advice to ensure compliance.
Between the lines. Google is ،fting more responsibility to publishers for consent management, reflecting the evolving regulatory landscape in Europe.
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About the aut،r
In 2008, Anu\'s career s،ed with
\xa0delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.\xa0
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, ،st of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.\xa0
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.